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Ridgeway ramps up its red work conversion

Ridgeway Group has increased red work conversion by almost a quarter (23%) since it launched its "Workshop Window" video service for aftersales customers a year ago.

The system, branded Workshop Window by Ridgeway but developed by Citnow, generates an average of 6,200 videos every month, with real-time reporting on how each impacts the business.

Group aftersales director Richard Spencer, said Workshop Window is not just an additional way to increase revenue streams; it is an important means of building trust, transparency and loyalty with customers of the business.

Ridgeway emails health check videos to its customers to explain red and amber work that is required on vehicles, but also sends videos for green checks which let customers know when their car has passed the test with a clean bill of health.

“It’s not just about revenue,” Spencer said. “We just want to be honest with our customers. There is a perception among consumers that the retail franchised network is only out to rip them off, so we use Workshop Window to be as transparent as possible.

"Customer retention is hugely important so we send our ‘green’ Citnows to customers simply to say that there is no problem with their vehicle and thank them for their business. I now get a dozen emails a week from customers saying thank you for the information and the cutting-edge way in which it is delivered. It really builds trust with our customers.”

Ridgeway’s videos feature a unique, 40-second pre-roll which provides clear and professional sign posting for customers and is attached to every technician video, further boosting conversion rates.

The system integrated parts and labour cost information with eVHC details in the same place, making it as simple for the customer to navigate as possible.

CitNOW chief executive Alistair Horsburgh said: “The results Ridgeway has seen in the space of 12 months just goes to show the impact that an intuitive service, done the right way, has on revenue and customer loyalty.”

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  • Matt - 06/08/2014 22:31

    Can I ask what has the conversion gone from and to ?